[China Glass Network] With the flat development of marketing channels, terminal marketing has also attracted widespread attention from many companies, but the risk of terminal marketing has made many companies miserable. This problem seriously restricts and hinders the development of enterprise terminal marketing. . Can terminal marketing risk issues be resolved and how can they be avoided? The author introduces it to everyone for reference and reference based on his many years of practical experience and combined with the successful experience and practices of other enterprises in terminal operation.
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To solve the terminal risk problem, we must first understand what risks exist in terminal marketing. What is the cause? It is necessary to understand the types of terminal marketing risks. There are mainly the following types of terminal marketing risks: running, terminal transfer, terminal closure, bad debts, dead accounts, etc. The main factors that cause these risks are the following:
First, the terminal's poor management
The poor management of the terminal causes the enterprise risk to occupy the amount in the terminal marketing risk. Due to the bad business of the terminal, the payment for the enterprise is not settled, and the long-term arrears, the corporate dunning is also helpless, which leads to bad debts and dead accounts. The main reason for this kind of risk is that it was not possible to strictly control the selection of terminal standards and qualifications, and the salesman was not serious about the work, and could not deal with the problem of the shortfall.
Second, the contradiction between the two sides
In terminal marketing, the risks caused by the contradiction between the two parties also occupy a considerable proportion. This kind of contradiction arises from the lack of communication between the two parties in cooperation. Sometimes the terminal often asks the enterprise how to do this or how to do it, and the enterprise sometimes does not be satisfied with the other terminal, so there will be some small contradictions. If you don't solve it, the terminal will default on it. If the company doesn't cooperate again, it will withdraw your product, and the amount you owe will not get you a point. Such as: one of the things that a wine-water boss said, he encountered a terminal, gave the terminal a store fee, a counter fee, a promotion fee, not to say, to the Mid-Autumn Festival, the terminal made moon cake, but also he sold It is stipulated that enterprises that sell alcohol in the hotel must sell more than 50 boxes. Otherwise, they will stop selling the wine. It is okay to stop selling the wine. The amount of money owed is not settled by the enterprise. Kind of loss.
Third, the terminal habitual arrears
What is more afraid of terminal marketing is that the terminal habitually defaults on payment. Enterprises that have done terminal sales know that it is impossible to do the terminal cash in the terminal, and this is the reason why the terminal has developed the habit of defaulting on the company. As long as the payment is in arrears, it will bring risks. This risk accounts for a large proportion of terminal marketing, but this risk can be reduced and controlled. The key is how the company operates and manages.
Fourth, the loss of salesman
To do terminal marketing must have a stable sales team, otherwise, it is very unfavorable for terminal marketing. The loss and jump of the salesman will inevitably bring certain risks to the enterprise. For example, if a salesman manages 20 terminals, because the salesman is dissatisfied with the company's leadership, he will take the money without paying attention. After a few days, the company knows that the salesman is not doing it, so it not only loses. It is more difficult to pay for the goods, and the terminals they are responsible for can be taken over by other salesmen. Therefore, the terminal marketing risk caused by the loss of salesman can not be underestimated.
5. The salesman is not responsible
The loss of salesman and the jump will bring the risk of terminal marketing to the enterprise. If the terminal salesman is not responsible for the work, it can also cause the risk of final marketing. For example, because the salesperson does not return to the terminal in time, sometimes some terminals are transferred, closed down, and closed, and the salesman still does not know, and knows that the payment owed by the terminal is also “runningâ€. This is a risk for the company, but this risk is completely avoidable.
Sixth, the terminal's own management caused
The management of the terminal itself causes the risk of the enterprise, and the proportion of the terminal marketing risk is small, but it cannot be ignored. This risk is mainly reflected in the financial management of the terminal. Some terminals, the enterprise is easy to deliver, and it is more difficult to settle the payment. It is necessary to find the big boss, the front office manager, the financial manager, the procurement and other personnel to sign. If one less person does not sign, You don't want to get the money. Due to such management links of the terminal and many other factors, the company's purchase price is difficult to bear, resulting in backlog, which leads to the terminal marketing risk.
Seven, the company's own management is not good
Due to the lack of management experience in terminal marketing, enterprises have no way to start, especially in the aspects of terminal business management, salesman management, promotion management, etc., lack of careful planning and deployment, lack of perfect management system, most of them are scorpions - groping . Due to management negligence and loopholes, terminal marketing risks are generated, which accounts for a considerable proportion of terminal marketing risks.
Of course, there are many risk factors for terminal sales, such as those caused by unfair competition of competitors, the squad of salesmen, the debts of terminals, etc. The above are just some of the risk factors that we used to have in terminal marketing. . Knowing the reasons for terminal marketing risks, it is not difficult for us to find ways to prevent terminal marketing risks. So how to prevent the risk of terminal marketing? The author has a few points on this issue.
1, pay attention to terminal selection
When doing terminal marketing, you must pay attention to the criteria for terminal selection. First, we must understand the operation status, nature, scale, source of customers, and characteristics of the terminal. Second, we must investigate the credit of the terminal; re-classify the terminal, establish the client A, B, and C customer files, and classify the terminal. management.
2, diligent communication and return visit
Communication and return visits are one of the more effective ways to prevent terminal marketing risks. Communication can enable the two sides to cooperate better. The deeper and longer the communication with the terminal, the two sides can reach a certain tacit agreement, so that the settlement is relatively smooth; the return visit can effectively understand the dynamics and trends of the terminal operation, and the more frequent the return visit, The more you can effectively monitor the terminal's every move, such as terminal transfer, bankruptcy, etc., can quickly understand the situation, and take timely measures to avoid the risk.
3, timely clearing, do not leave the terminal with arrears
A better way to prevent terminal marketing risks is not to owe, credit, and not owe, credit is currently impossible. Then, timely clearing is an effective way to prevent terminal marketing risks. Timely clearing does not give the terminal an excuse for arrears. This is the principle that every terminal marketing salesman must adhere to. Of course, this must be negotiated with the terminal at the time of terminal marketing. When you settle, you must try your best to settle the payment. You must not give the terminal an excuse to let the terminal develop the debts and backlogs. habit.
4. Strengthen the management of terminal salesmen
The control of terminal marketing risk lies mainly in the salesman. Therefore, it is important to manage the salesman and it cannot be ignored. To be a terminal, there must be a stable sales team. To establish a stable sales team, the key lies in the management of the terminal salesman, so that the terminal salesman is willing to do the work, and only the salesman can do his best and do his duty. The risk of terminal marketing can be effectively controlled.
5. Cultivate “inside line†personnel at the terminal
In the terminal training inside staff refers to the internal line promoters in the terminal internal staff, the name is the terminal staff, in fact, is also serving the enterprise, insiders in addition to doing promotions, but also to understand and observe the internal situation of the terminal and timely return . This can effectively reduce the risks caused by transfer, account, and tenants in terminal marketing.
6, timely service, promised to cash
When doing terminal marketing, enterprises should do as much service as possible for the terminal, timely service, and minimize conflicts with the terminal. Commitment to fulfill is a problem that enterprises must pay attention to when doing terminal marketing. They promise to seek truth from facts. Don't just say no, light promises are not honored. If a beer company promises to sell 800 pieces of beer to the terminal and give the terminal a display case, the terminal sells 800 pieces, but the company has not been honored. As a result, the terminal will use all its payment as a condition for exchange with the enterprise. Businesses are more passive, but there is no way. In another example, when a company establishes a bottle cap award, in principle, the enterprise gives the terminal a redemption, and the terminal gives the consumer a redemption. The terminal can give the consumer a redemption. The enterprise does not give the terminal a timely payment. As a result, the terminal uses this as a reason. Do not settle the payment for the company.
7. Sign an equal sales agreement
In order to further prevent the terminal marketing risk, when the terminal puts forward certain conditions, the enterprise must also propose corresponding conditions. The two parties should conduct equal consultation and reach a certain agreement to protect the interests of both parties, such as: terminal proposed to enter the store fee, enterprise The conditions of the upper cabinet, settlement method, settlement time, sales volume, etc. can be raised accordingly, and the interests of both parties are guaranteed to be protected from losses in the form of law.
In short, there are many other ways to prevent the risk of terminal marketing, such as: strengthening the management of the company itself, improving the business level of the marketer and developing new marketing channels. The author simply talks about some of his own opinions, hoping to play the role of throwing bricks and jade, so that enterprises can learn more ways and ideas of operation, so as to improve the efficiency and efficiency of terminal marketing, so that the risk of terminal marketing is reduced. Small value. 
